Assignment 1.1

Minh Hoàng

Thái Hoàng

Bảo Như

ELITE DEVELOPMENT PROGRAM 4

Get to know a “Brand Promis e ”

IT’S LIKE YOU LOVE SOMEONE YOU HAVE TO DECLARE & PROVE YOUR LOVE

Thinking of what to say to her

Say it out with all of your sincerity

and wait for her reply!

It has to be impressive enough

Prove what you have said

Think of what you should sayto her

PROMISE

TARGET16-25 years oldThey are sporty, have an active lifestyle. They want to get experience outside and enjoy engaging with others

INSIGHTI perceive that I ony live once with my youth. So I want to live every moment with long-lasting energy and keep going but losing minerals lowered my experience

PROMISE“Revive with isotonic ingredient help you ease thirst quenching rapidly and restore your minerals to bring your fun and excitement back to your day”

ANALYSE PROMISE

CONSUMER’S NEED

RELEVANT

Human

HỨNG KHỞI vs BỀN VẬN ĐỘNG

Category Brand

more about telling theFUCNTIONAL STORY“Bù nước nhanh – bềnvận động”

Millenials are highly expressive and social

generation. They want to spend all their spirit to live with your youth

moment

STRONG

UNIQUE

Revive deal with not onlyfunctional benefit ( help yougain back minerals losses) butalso bring fun and excimentback to your day (khơi lại hứngkhởi)

AquariusKEY COMPETITOR

BENEFITS FROM BRAND PROMISE

I want to live, play and experience

heartily but minerals losses reduce my spirit rapidly so I can’t enjoy these exciting moment

Revive with isotonic, vitamins and minerals ingredients help gaining water and minerals losses ,ease thrist quenching

Revive help you sustain the enjoyment so you can continue your wonderful experience

FUNCTIONAL

EMOTIONAL

The isotonic category fuels long-lasting

enery to your body after

heavy activities

Revive with isotonic essential vitamins and

minerals ingredients help you gain back minerals losses and maximine

experience

Revive block the moment: “Khơi lại hứng khởi mỗi ngày” when Aquarius “bền vận động” . It looks like themarketing strategy of Donald Trump and Hilary ( “Make America greate again vs Stronger together”

MASS AWARENESS MASS EDUCATION ENGAGEMENT

TVC Revive

TVC launched with functional and

emotional approach:

-Vietnam is a tropical country, heat and

sun can let people down strenght easily.

So people can not enjoy their exciting

moment

-Youth will be return to active and full of

enery to keep the fun going after

consuming revive

POSM

PR Education about functional benefits and

morale of active lifestyle

Fanpage Revive

Sampling in hot & thristy location, let

consumer experience product

Build consumer bonding- Revive Fun Bike

A journey of team ride a bike with celebrities to find evidence for “Giant Bike”

Sponsor for outdoor activities

Dance Sport (VUG), Football, Campus tour

COMMUNICATE & DELIVER

STRENGTHEN

-PRODUCT PORTFOLIO:Introduce new variants: “Revive Salted Lemon “

-Provide more flavourable options-Fill up demand of consumer: Especially, it suitsto everyone as it’s not only hydrate but alsobeverage drink-Using when feeling tired, sleepy, thirsty – Moreneeds

Renew label to adapt with the youth trend, look more modern, active, proactive

CSR

Sponsor for “Mùa Hè Xanh” – help *chiến sĩ mùa hè xanh* regain minerals and water losses to help them do task more effectively

Sponsor 2,5 bil for “Viet Nam Youth Union”

TARGET CONSUMER

Vietnamese familyHảo Hảo users are: Men > Women (55% – 45%)

Low and Middle income (BCD)Focus: Students, white-collar workers, housewives

HẢO HẢO

Chuẩn chất lượng Nhật, Thuần túy hương vị Việtđem đến cho các gia đình Việt Nam bữa ăn ngon và nhữngphút giây hạnh phúc

HẢO HẢO - CONVINCING BRAND PROMISE

STRONG RELEVANT UNIQUE

Consumer’s tensionBuy instant noodle but don’t want to

trade off betweenConvenient + Cheap >< Delicious +

High qualityFunctional benefits: High culinary

value (Japanese standard -Vietnamese flavor: Chuẩn chấtlượng Nhật, Thuần túy hương vịViệt) Gold quality, food safety,

delicious & low priceEmotional benefits: Cảm nhận từng

giây hạnh phúcBring happiness to consumers by

- Convenience- Family atmosphere

- Satisfaction - Trust

Human’s need: Fast – cheap food solution

=> Category: Instant noodleHuman’s demand: Fast – cheap –

safe - delicious food solution => Brand: HẢO HẢO –(Japanese

standard - Vietnamese flavor: Chuẩnchất lượng Nhật, Thuần túy hương vị

Việt)

Competitors in the same price segment

Gấu đỏ (Asia Food): Gắn kết yêu thương (Strength: Simple flavor) Miliket (Colusa Miliket): Mì Việt

Nam chất lượng caoKokomi (Masan): Dai ngon từng

sợiElastic noodle fiber

TV, Radio: 30s TVC “Hảo Hảo – Cảm nhận từng giây hạnh phúc” Social media: Fanpage “Mì ăn liền Hảo Hảo” Print Ads; OOH; Online newspaper; Forum; Event

Communication message change periodically following the “Brand Promise” Since establishment to 2014: Brand promise “Biểu tượng của chất lượng”=> Communication message “Cùng Hảo Hảo vươn tới đỉnh cao” Since 2015: Cook Happiness => “Cảm nhận từng giây hạnh phúc”

Where

When

What

How

Some actiation idea for sales promotion campaign Tỷ phú Hảo Hảo Ăn Hảo Hảo trúng xe hơi Cùng mỳ ăn liền Hảo Hảo an cư lạc nghiệp”

Feature of TVC is to showcase the consumers’ testimonials for Hảo Hảo=> Hảo Hảo proud to “serve more than 2 bil meals/year for Vietnamese”

COMMUNICATE

DELIVERWide distribution channels both in rural and urban areas with more than 600 wholesalers in General trade & Modern Trade

Distribution

STRENGTHEN

PROMISEPortfolio building wide with 7 variants(1) Sour-Spice-Shrimp; (2) Garlic-Pork; (3) Mushroom-Chicken;(4) Sate-Onion; (5) Stirred-Sour-Sweet-Shrimp; (6) Stirred-Onion-Shrimp; (7) Vegetarian

Introduce 02 new variants: HH Handy & HH Green Bean

CSR activities- For students: Spring Bus – ticket to com back to hometown inTết; Relay season- For the poor: Flood aid in Central of Vietnam- For children: Tết gift for children;- For housewives: Nutritionist sharing

Crisis management

TARGET CONSUMER

Vietnamese family womenAge: 23 - 45

Married with kidsHousewife

Dedicated to taking care of her family

INSIGHT

I always want to cherish my family by making deep tasty dishes but I still want all-in-one product to save my cooking

time among all those seasoning products (salt, sugar, pepper, fish sauce…)

Knorr Seasoning Granules “Thơm ngon, tròn vị” guarantees the TRON VI (WELL-ROUNDED) taste of family dishes

including complete deliciousness, nutrition and love.

STRONG RELEVANT UNIQUE

KNOR - CONVINCING BRAND PROMISE

She wants to make deep tasty dishes everyday because

“chồng con” always come first

Not only she cares about the taste but she also strikes for

a well-rounded meal that cares about her

family health

She wants put all of her love & effort in

family meal to maintain her family

relationships.

Knorr ingredients

guarantees the well-rounded

meaty taste for the dishes.

Knorr adds in Vitamin A to

increase micronutrients in Vietnamese daily

meal

Knorr aim to bring the rounded taste of

love with a belief that flavourful dish is

necessary to connect all family

members.

Foods & dishesNGON

NGỌT

TRÒN VỊ

Product truth: Shinbone,Tenderloin & Marrow inKnorr are the best threeingredients from a pig tocreate the sweet taste ofthe soup (canh)

Category: Seasoninggranules often make thedish more “đậm đà” tocomplete the taste of awhole dish

highlight key word “TRÒN”: promote

“đậm đà” at a more complete & higher

stage: deliciousness, nutrition, love

more about telling the FUCNTIONAL

STORYpromises the natural

sweet & “đậm đà” taste for the dish

from its two ingredients: broth &

meat.

TRÒN VỊ vs ĐẬM ĐÀ

Difficult to cover them all but it

shows Knorr knows women better while entering women’s

EMOTIONAL SPACE more

Vietnamese consume about 1,500 tons of seasoning granules per year. Vietnamese womenuse seasoning granules in 30 million litter soup per day. (Nielsen)

COMMUNICATING: 4 stage

Ngọt canh xương ống, đậm đà thịt thăn

At the beginning, Knorr started off with focusing on its functional benefits.

Đậm vị ngọt, TRỌN VỊ ngon vớithịt thăn, xương ống & tủy

Knorr Shinbone, Tenderloin & Marrow Granules was introduced with the combination of 3 premium ingredients

1 3

2

Thơm ngon, TRÒN VỊ, tốt hơn với vitamin A

Knorr re-launch with added Vitamin A in collaboration with Vietnamese National Nutrition Institute but still highlight its 3 ingredients

2010

From 2013

17/8/2013, COLLABORATION ANNOUNCEMENT: Project “Bổ sung vi chất dinh dưỡng vào thực phẩm”

9,10/2013, Knorr wants to enhance women’s knowledge about the importance of micronutrients in family meals &

give out tips about nutrion & family caring skills

PROMOTION: “Cho triệu bữa ăn NGON KHỎE VẸN TRÒN” 2014Knorr added 100g more for 900g packet/ 50g more for 400g packet (KOL: Actress Thanh Thúy & Chef Tịnh Hải)

Knorr VIRAL CLIP: Bí kíp cho món ăn ụt ụt. It is ranked top 10 ads on You Tube 2016 with more than 6.5mil views. Knorr uses the cuteness of baby girl’s line to make consumers remember about Knorr products, especially its functional benefits (involving with pigs)

In 16 cities of north Vietnam

STRENGTHEN

4 Knorr pushes the promise to the emotional level: LOVE, especially through Tết occasion

Because the keyword “TRÒN” VẸN TRÒN shine beautifully at Tet.It is relevant with the brand, the year-end family meal & the family cozy atmosphere

• Tet 2014 “Tròn vị thơm ngon - TẾT VẸN TRÒN”• Tet 2015 “Có mẹ là có Tết”TẾT TRỌN VẸN YÊU THƯƠNG Campaign: Tổng đài Mẹ ơi• Tet 2017 “VỊ TẾT TRÒN YÊU THƯƠNG” Campaign: Nêm yêu thương cho vạn nhà thêm Tết

Meaty well-rounded taste DELICIOUS FUNCTIONAL ONLY

Meaty well-rounded tastePLUS nutritious element DELICIOUS + HEALTHY FUNCTIONAL

Put all in the family context, especially Tet DELICIOUS + HEALTHY + LOVE FUNCTIONAL + EMOTIONAL

KNORR’S PROMISE IS STRONGER AND MORE COMPLETE DAY BY DAY

Knorr always commit to its keyword “TRÒN” & tell all the story around it. Knorr guarantees the “well-rounded” quality of its product & the “well-rounded” feeling from consumer’s side

Thank you!